Just after the New Year, many people in the home industry have indicated on Weibo that they have “invested in battle†in advance. The promotion and marketing activities that were launched in March have also been launched. The traditional holiday festivals such as the Spring Festival and the Lantern Festival have actually been launched. It has also become a promotion by the head. The bad environment is the unified understanding of the home industry to the boss, down to the sales staff, which is also the cause of the advancement of the "war". However, after the downturn in the second half of last year, there was no panic among the home furnishing people. "After all, the market has to respond positively."
Promotion half a month in advance
The regulation of the real estate market and the chilling of the market in the second half of last year allowed the homeowners to enter the battle after the end of the year. The large-scale promotion that began in March of last year has been adjusted since the beginning of last year, and this year, time is advanced again. The top 100 furniture launched the New Year gift package years ago, and the promotion time covers the Spring Festival and the Lantern Festival.
As early as January 29 (the first day of the first month of the first month), on the first day of work after the year, the current decoration launched a "one-day quick fix" event for the weekend of February 4th and February 5th, and launched "direct cash reduction." ", "no price increase", "design fee 60% off" and other preferential commitments, and through the network and newspapers widely advertised, there is a lot of momentum. Real creations are not far behind, and customer activities are also aimed at the first weekend after Yuanxiao.
For the Lantern Festival alone, Red Star Macalline has carried out a home temple festival cultural festival. In addition to launching special items, it also attracts consumers with traditional culture such as “sweet sugar peopleâ€. Jimei has launched more purchases and more points. At the end of January, Ai Ruisi launched at least 8 sets of promotional special packages on February 1 (the first day of the first month) to February 12 (the first month of the first month). The price of the corner sofa + coffee table is 7580 yuan. The discount is not small. . Oriental Parkson also launched a special promotion campaign to buy furniture "send Yuanxiao". Even if there are no enterprises that have not yet moved, they will quietly advance the marketing plan, and after the Lantern Festival, they will launch large-scale promotions.
Market is in a cold start
What is the market reaction and how is the market reaction? On Sunday, the reporter visited a brand home store in Sihuan. The reporter saw in the building materials hall that most of the stores have no consumers, and many shop assistants are standing at the door. The reporter also visited several salesmen, and their unanimous response was that "the market is very cold."
Shengxiang floor salesman told reporters that since the first five days of work, there have been few consumers in the past few days. At the weekend, the store has been engaged in activities, and the number of talents has increased. There are about six or seven customers. "Every day after the opening of the previous year, there are people. Compared with ten people on weekends, it is much quieter.†She also said that most of the consumers who come to visit are casually looking at it, some have not yet bought a house, and some have only paid for the house in the second half of the year. . When asked about the market sentiment, a salesperson of Dongpeng Ceramics shouted “No one can see it!†She said that the company accumulates customers for the 3.15 promotion every year. At the time of last year, it accumulated more than 20 households. And now there are not even 10 households. "In order to achieve performance, many colleagues are closely contacting old customers or launching a friend's introduction." In the past, "If they don't come, they won't come. Now they have to be like a grandfather. One is one!"
There are fewer consumers at home, and only one or two people come up in a long time. The reporter counted that only 6 batches of consumers were scattered in the consultation of various home improvement companies. A designer of a home improvement company told reporters that some colleagues have considered that the Beijing market is not doing well and has already transferred to the foreign market. He also introduced that some designers officially go to work in the first five years, hoping to pull some orders, while others consider that there are no customers after work, still taking time off at home.
Positively facing variables
"Clear the thinking, do a good job of planning, return to the original point, and hit the first one in 2012." "2012 is still in battle"... On Weibo, the posture of the home-based people has been revealed to this year's year. After experiencing the baptism of the market in 2011, the salespersons, designers and CEOs interviewed were relatively stable, indicating that they would actively face the harsh situation.
"This year's situation is not good judgment, but it is certain that the big environment is not very good." Wang Xiaobing, executive vice president of Beijing Jindai Decoration Design Co., Ltd. said that the market competition will be more intense, and the launch of the promotion early can seize the opportunity. If you wait until the traditional peak season, even if there is a passenger flow, the competition is fierce, and the possibility of being diverted is relatively large. Many merchants also promote the promotion in advance. "Although the number of customers is small, but the start is earlier, the competition will not be too intense, how much can be a bit."
Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, believes that the promotion of the store is a change under the overall economic downturn. “Doing some activities can both appease the exhibitors, relieve their own pressure, and grab market share.†He believes that in order to survive Stores and merchants must use real money to make promotions instead of gimmicks. It is foreseeable that the previously neglected markets, such as old houses and affordable houses, will be paid attention to, including online sales, community marketing, exhibitions and other channels will be fully utilized. The next market will depend on the “Eight Immortals Crossing the Seaâ€. Magical powers."
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